Project 2 Health and Beauty

Pantene Pro V

 

Brand of Procter and Gamble

 

Mission Statement- We will provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.

 

History- Procter and Gamble was created in 1837 when two brothers in law, James Procter and William Gamble, decided to go in to a soap and candle making business together.  From there it was their goal to make the lives of their consumers better and easier with their products.  Over time they focused mostly on making soap due to the invention of electricity and less demand for candles.  In the early 20^th century as the company grew they built new factories and research facilities.  With this growth they diversified their products and invented, Crisco, a shortening made of vegetable oil rather than animal fats.  The company continued it’s mission on improving the lives of consumers by creating many new innovative brands such as Tide, Downey, Crest, and Pampers the first disposable diaper.

 

Products- Many of Procter and Gamble’s products are everyday consumer necessities such as shampoos, laundry detergents, soaps, dental hygiene, skin care, household cleaners, pet food, coffee, cosmetics, baby care, personal hygiene, and batteries.  Some of the major brands include: Bounce, Braun, Cheer, Charmin, Clairol, Cover Girl, Crest, Gillette, Duracell, Folgers, Iams, Tide, Dawn, Old-Spice, Puma, Pringles, Pantene, Pampers, and Tampax.

 

Target Market- Females from early 20’s to 50’s. Pantene is perceived as an economical, but quality product with a lot of technology behind it.  Pantene’s advantage is that it has been the leader in hair science since it was developed.  Pantene’s lab research allows them to create a product that advances hair health.  The technology and affordable price makes Pantene appealing to consumers. Pantene is the #1 selling shampoo worldwide.

 

Competition- L’Oreal, Garnier, Tressemme, Suave, Dove, Neutrogena, VO5.  I really like Tressemme’s approach to their packaging design.  Their design has a really good shelf presence compared to other brands.  I also feel like their design gives a salon quality look giving their product a higher perceived value.

 

Why I chose this product- I felt that overall that the packaging looks very plain and generic.  While the design is not completely horrible I think it could be much improved upon to make the packaging look more unique and stand out on the shelf.  When I was looking at this package on the shelf it was next to the generic Wal-Mart brand shampoo and honestly it blended in with it and did not catch my eye at all.  At first look I actually thought it was a generic brand.  Even though Pantene is a very economical brand it is definitely a big step above store generic and the packaging should reflect that.

My Strategy- My strategy behind the redesign is to first separate the look of the packaging away from a generic looking brand and giving the packaging better shelf presence and a more unique look.  Pantene’s biggest claim to fame compared to its competitors is the technology and research behind their product so I would like to show that someway with the packaging design.  I also want to give it a higher perceived value without completely losing its economical and consumer friendly feel.  I also was tossing around the idea of doing a new line of products such as a high-end salon quality variation or an all natural eco friendly variation.  And I'm not sure why all the text is underlined so sorry about that.